Insights - 19 May 2023
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CHINA VISITOR MARKET RECOVERY FOR NSW
A total of 3,090,000 passengers passed through Sydney Airport in April 2023, representing an 83.9 per cent recovery compared to pre-pandemic April 2019.
Domestic passenger traffic increased 1.2 per cent year-on-year with 1,963,000 travellers passing through the terminals in April. This represents an 85.9 per cent recovery rate compared to April 2019.
A total of 1,127,000 passengers passed through the T1 International terminal in April, which is more than double the number seen in April 2022 and 80.6 per cent recovered on pre-pandemic April 2019 passenger traffic.
Chinese passport holders ranked third in the list of top 10 nationalities to fly through Sydney in April, moving up from fifth place in March 2023. This represents a 53.8 per cent recovery on pre-pandemic April 2019 and was a significant jump up from the 39.6 per cent recovery rate in March, highlighting the ongoing revival of the China market.
Sydney Airport CEO Geoff Culbert said: “At the end of this month Sydney Airport will have seven mainland Chinese passenger carriers offering 30 return services per week, with even more flights to be added soon. That’s remarkable considering we started the year with just three airlines flying four return services to mainland China a week."
Learn more here.
China will return to the number one spot as Australia's largest inbound market by 2025 according to Tourism Australia.
Managing Director Philippa Harrison said: "We are anticipating that [airline capacity] is going to jump to 50 per cent in the next couple of months. We think that in 2024 [the Chinese market] will normalise and by late 2025 it will be booming and return as the largest inbound market, followed by New Zealand and then US and UK markets. The US market is also growing quite fast."
TOURISM ON TRACK FOR FULL RECOVERY
The World Tourism Organization (UNWTO) World Tourism Barometer for Q1 2023 shows international tourism is well on its way to returning to pre-pandemic levels, with twice as many people travelling during the first quarter of 2023 than in the same period of 2022.
Overall, international arrivals reached 80 per cent of pre-pandemic levels in the first quarter of 2023. An estimated 235 million people went on holidays internationally in the first three months, more than double the same period of 2022.
UNWTO said Asia and the Pacific had accelerated its recovery with 54 per cent of pre-pandemic levels, but this upward trend is set to accelerate now that most destinations, particularly China, have re-opened.
Learn more here.
AUSTRALIAN TRAVEL TREND FORECAST
The News Corp Travel Trend Forecast for July to December 2023 has revealed Australians are casting aside cost of living pressures to continue travelling, but are doing so with an eye on price, gaining the best deals and flexibility.
The forecast provides insight into the 11.9 million Australian travellers who engage with News Corp brands every month.
Four key insights were identified:
- Almost one in three travellers claim cost-of-living pressures have impacted their travel plans and budgets, with 38 per cent of travel intenders feeling they have been significantly impacted by the cost-of-living pressures.
- Australians are increasingly price-driven, with 61 per cent of travellers agreeing lowest price is one of the most important factors when making bookings, and two in three agreeing that price is more important now than it was before.
- Flexibility is firmly back on the agenda, with 68 per cent agreeing flexible booking is more important when booking than it was previously and 34 per cent saying it is one of the most important factors when booking to avoid penalties and loss.
- Dynamics are changing, with many looking to book their next trip further ahead than before – 32 per cent are booking seven plus months out now versus 20 per cent this time last year. Solo and couple travel is increasing in popularity (68 per cent now versus 58 per cent six months ago), while family and group travel has declined (45 per cent versus 60 per cent six months ago).
Consumer trends included a rise in off-season travel, with Australians heading to new destinations at any time of the year, enabling them to explore without the crowds; travellers being focused on growing their relationships and looking for destinations that enable them to connect and share wellness experiences with their loved ones; and television and movie locations are an increasing inspiration for travellers.
Australians are also capitalising on the work-from-home culture to enable themselves to travel for longer, by mixing business with pleasure for an extended time away; while a growing segment of travellers are willing to pay more for sustainability, both through how they pay and what they do.
TINA - THE TINA TURNER MUSICAL OPENS IN SYDNEY
TINA - The Tina Turner Musical has officially opened at Theatre Royal Sydney.
Destination NSW is proud to have secured the Australian premiere for Sydney. Produced by Paul Dainty AO/TEG DAINTY in collaboration with Stage Entertainment, Tali Pelman and Tina Turner, it celebrates the Queen of Rock n’ Roll, played by rising star Ruva Ngwenya.
Featuring 23 iconic songs including, “Simply The Best”, “What’s Love Got To Do With It”, “Nutbush” and “Proud Mary”, the production has received 37 award nominations including Best Musical (Tony Awards) and Best New Musical (Olivier Awards).
Guests at opening night included singers Marcia Hines and Natalie Bassingthwaighte, performer Courtney Act, TV presenter Melissa Doyle, TV legend Kerri-Anne Kennerley and former National Rugby League (NRL) players Ben Elias and Wayne Pearce.
Tina Turner said: "Australia has always shared abundant love with me, going back to my early concerts in the late '70s through the uplifting partnership with the NRL. The joy, passion and message of resilience in my musical is so important now as ever. Thank you from the bottom my heart for welcoming me with open arms once again.”
AUSTRALIA'S NUMBER ONE
CARAVAN AND CAMPING DESTINATION
NSW was Australia’s top destination in 2022 for caravan and camping visitors according to the Caravan and Camping State of the Industry 2023 report.
There were 4.68 million trips in NSW, generating 17.3 million nights in the state and accounting for 31 per cent of national trips and 29 per cent of visitor nights.
The NSW North Coast was the number one destination for caravan and camping in 2022 and the only region in Australia to attract more than one million overnight trips.
The South Coast was the second most popular destination in the country, while the Hunter Valley was at number nine and Central NSW re-entered the 2022 ranking at number 10.
Visitor expenditure in NSW increased to 3.1 billion, the highest amount on record, accounting for 30 per cent of national visitor expenditure. Average spend per trip was $677 and average spend by night was $182, both up 18 per cent from the previous year.
Total NSW caravan park revenue was $858 million, an increase of 32 per cent from 2021 and the largest increase by a state/territory.
NSW Caravan and Camping Industry Association CEO Lyndel Gray said: "These results reflect the remarkable diversity of caravan and camping experiences offered throughout NSW. They are also testament to the outstanding service and amenities our industry provides.”
INTERNATIONAL TOURISM GRANTS
The Federal Government has announced $9 million in Reviving International Tourism Grants (RITG) to help eligible tourism exporters and travel wholesalers attend expos and conferences and conduct marketing activities to attract visitors from international markets. Applications open on 23 May 2023 and close on 13 June 2023.
AUSTRALIAN FASHION WEEK SHINES IN SYDNEY
Afterpay Australian Fashion Week (AAFW) took place from 15–19 May 2023, live at Carriageworks in Sydney and virtually at AAFW.com.au. Proudly supported by Destination NSW, Australia's leading international fashion showcase provides local designers with a global platform to connect with the world’s major buyers, media and consumer audiences.
INTERNATIONAL MARKET PROFILES RELEASED
Destination NSW has released its International Market Profiles for the year ending December 2022. They provide data on visitors from the state's top markets, including length of stay and expenditure, plus insights on visitors' purpose of travel, demographics, travel party, places visited, top activities, accommodation and transport used.
SYDNEY SCORES WITH UNITY PITCH
Football fever continues to build in Sydney with the FIFA Women’s World Cup 2023™ Unity Pitch setting up home at Sydney Olympic Park for the next five days. Coinciding with Female Football Week taking place across NSW, and with only 62 days until the tournament kicks off, the Unity Pitch provides an opportunity to celebrate the event coming to Sydney.
UFC EVENTS SECURED FOR SYDNEY
The NSW Government has secured a series of events for Sydney through a partnership with the Ultimate Fighting Championship (UFC), the world’s premier mixed martials arts organisation. The first event will be the UFC 293 on 10 September 2023. Premier Chris Minns said: “We are bringing three major UFC events to Sydney for the first time in more than a decade, which is a major coup for the people of NSW. This Government has a laser-sharp focus to ensure we continue securing a calendar of exclusive, diverse and unmissable events to boost our visitor economy, support local businesses and create more jobs.”
CRUISE INTEREST STRONG IN AUSTRALIA
New research from Cruise Lines International Association (CLIA) shows 70 per cent of Australians are likely to book a cruise in the next two years. This is above the pre-pandemic figure of 64 per cent in December 2019. CLIA Managing Director Joel Katz said: “Successive polls have shown a very swift recovery in public sentiment around cruising and we’re now at the point where several key indicators are now higher than they were before the industry’s suspension. Australia’s first summer season of cruising since its revival has been a huge success and there’s every likelihood the next season ahead will be even better."
VISITOR ARRIVALS MARCH 2023
New Australian Bureau of Statistics data shows there were 234,000 short-term visitor arrivals to NSW in March 2023, an increase of 171,380 compared with March 2022. The number of trips for March 2023 was 25.5 per cent lower than pre-COVID levels in March 2019. The three leading source countries for NSW were: United States (32,380 trips) New Zealand (29,280) and the United Kingdom (27,610). The number of long-term visitor arrivals (one year or more) was 27.9 per cent higher than pre-COVID levels in March 2019 at 23,540.
INTERNATIONAL STUDENT RECOVERY
The latest data from the Australian Bureau of Statistics confirms 53,640 students arrived in the country in March 2023, which is 25,460 more than in the same month last year. Provisional estimates indicate a further 43,600 students arrived in April. Universities Australia Chief Executive Catriona Jackson said: "These students are assets to our nation. They bring new knowledge, skills and perspectives, making Australia and our region stronger, smarter and better connected. International students also make a significant economic contribution.”
DESTINATION NSW JOINS SUSTAINABILITY PROJECT
Destination NSW has become an Associate Member of the City of Sydney Sustainable Destination Partnership (SDP), following the signing of a three-year MoU. Among the SDP’s objectives are improvements to the sustainability of Sydney’s accommodation and entertainment sector and help to facilitate the achievement of Sustainable Sydney 2030-2050 targets. Destination NSW is also collaborating with City of Sydney, BESydney and the SDP on Sydney’s ranking in the Global Destination Sustainability Index (GDSI), the leading sustainability benchmarking and improvement program for destinations around the world. Sydney is currently ranked at number 27 on the GDSI.
AIR BNB SEEKS HOSTS FOR VIVID SYDNEY
Airbnb is encouraging Sydneysiders to list their room or home to help the city accommodate the influx of visitors that Vivid Sydney 2023 will bring. Airbnb data shows hosts collectively earned more than $17 million during Vivid Sydney 2022, with individual hosts earning a median of over $2200 during the festival. Airbnb’s Country Manager for Australia and New Zealand Susan Wheeldon said: “Hosting on Airbnb is a great way to help showcase Sydney’s incredible world-class events and the diverse and exciting experiences the city has to offer. And after years of being isolated during the pandemic, people are looking for ways to connect and have authentic experiences."
SNOWY MOUNTAINS NETWORKING EVENT
Tourism Snowy Mountains and Destination Southern NSW recently invited visitor economy businesses to join a workshop and networking event at Cuisine Bar & Restaurant, Crackenback. The event provided information on tourism trends, sustainability and new government initiatives to support tourism. Destination NSW Director, Regional Hub, Tim Loxton hosted an interactive workshop that provided insights on promoting visitor experiences through digital marketing, media and local networks.
FAREWELL TO ALISON MEAD
Destination Southern NSW has farewelled its Industry Development Manager for the Southern Tablelands region, Alison Mead, who has returned to New Zealand for family reasons. Most recently, Ms Mead assisted in the development and delivery of the Destination Southern NSW Destination Management Plan 2022-2030 and the implementation of the Southern Tablelands Destination Development Plan. For details on recruitment for her replacement, visit the About Us section of the Destination Southern NSW website.
COMMBANK COST OF LIVING INSIGHTS
The latest Cost of Living Insights Report from CommBank iQ shows Australians are prioritising travel over everyday expenditure. Travel and accommodation spend was up 39 per cent in January to March 2023 compared to the same period last year. CommBank iQ Head of Innovation and Analytics Wade Tubman said: “What we’re seeing is a continued COVID-19 rebound effect, with consumers catching up on the experiences that they missed out on during the pandemic."
JT TRAVELS HEADS TO BROKEN HILL
Destination NSW is partnering with Channel Seven’s Weekend Sunrise on the bespoke travel series JT Travels NSW, which is taking over selected weekend weather segments throughout the year. On the weekend of 20-21 May, the program will be broadcasting from Broken Hill and Silverton, highlighting local experiences and operators. Weekend Sunrise is one of Australia’s highest rating national breakfast programs, with an average audience reach of 1.12 million.
ROUTE BOOSTS TO SYDNEY AIRPORT
Qantas will recommence direct services between San Francisco and Sydney on 22 May 2023, using Boeing 787-9 Dreamliners. Additionally, Singapore Airlines' twice-daily A380 operations to Sydney have returned for the first time since January 2020.
PLATYPUS RETURNS TO ROYAL NATIONAL PARK
A collaboration between NSW National Parks and Wildlife Service, Taronga Conservation Society Australia, UNSW Sydney and WWF-Australia has returned platypus to Royal National Park for the first time in 50 years. It is the first NSW translocation program for platypus.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
GAI-MARIAGAL FESTIVAL 2023: The festival aims to raise awareness of First Nations People living in the Northern Sydney region. It starts on Sorry Day, 26 May 2023, and runs until the end of NAIDOC Week. Learn more
NATIONAL PARKS AND WILDLIFE SERVICE RAMPS UP BUSHFIRE PREPAREDNESS: More than 130 national park firefighters have completed a training program to maintain and build firefighting capacity in national parks. Learn more
GAMBLING-RELATED SIGNAGE TO GO IN NSW: The NSW Government will ban external signage, such as 'VIP Lounge', from pubs and clubs by 1 September 2023. Read more
FOLLOW DESTINATION NSW ON LINKEDIN: Stay up to date with all the latest Destination NSW initiatives by following us on LinkedIn. Click here
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